6 tips for landing press coverage for Houston entrepreneurs, business owners

Guest column

Want to secure press coverage on your company this year? Here's what you need to know. Photo via All You Need Method

If you’re looking to build brand awareness, establish trust and credibility, and reach more customers in 2023, landing a press placement can be impactful for your small business. A traditional PR placement, also known as “earned media,” is one of the most valuable endorsements for a business, and you do have to earn it.

The good news is that in today’s digital landscape you don’t need a PR agency or consultant to land press coverage, you can pursue media coverage on your own. By prioritizing your brand foundation and telling your brand story through your owned channels (such as your website, newsletter and social media platforms), you can capture the attention of the media. Pair a strong brand and storytelling with the appropriate tactics for working with editors, and you will be set up for success.

Read our insider tips below to help you secure press coverage for your business this year.

1. Good PR starts with your brand

If you’ve ever wondered how to catch the attention of an editor, it starts with your brand — and by brand, we don’t just mean your branding (logo, colors, fonts, etc.) — although that is one component.

Good PR starts with a good story, one that is unique and differentiated. Editors are looking for more than just a product or service – they are looking for something special and new that their readers will benefit from.

Building your brand is about establishing the personality and story behind your business that goes beyond sales and promotions. Taking the time to build your brand is one of the best investments you can make as a small business owner. Not only will it help with your PR and marketing efforts, but it will also support your overall long-term success.

Building a brand foundation and learning how to tell your brand story includes your company positioning, your values, articulating what makes you different, crafting your founding story, refining your visual aesthetic and tone of voice, and much more.

Being able to communicate what makes you different, what you stand for, what you have to offer, and what you want to be known for – and developing a brand aesthetic that reflects your unique point of view – will allow you to stand out from the competition and capture the attention of the media.

2. Tell your own story

In our digital world brands are being discovered online. This means that your website and Instagram channel are often the first impression of your business to both consumers and editors. That said, it’s essential for your success that your digital presence communicates and reflects your brand foundation – the personality and substance behind your business. One question to consider is if your ideal customer or editor came to your website or Instagram for 30 seconds, would they walk away knowing the three most important things about your business and with a clear idea of what you stand for, what makes you different, and what you have to offer?

Your owned channels also provide an exciting opportunity to connect directly with your ideal customers, influencers, potential partners, as well as the media. By sharing your brand narrative consistently across your owned channels, you have the potential to build a meaningful relationship with your audience that can grow into loyal followers and customers.

The key is communicating consistently – you want your brand to be cohesive across all channels, so that everything from an Instagram post to your homepage reflects the unique brand positioning you’ve established. To achieve a consistent brand narrative, you want to make sure your messaging, photography, copywriting, graphics, and any other creative materials reflect the brand foundation you’ve built.

An invaluable practice at any stage of business is to conduct a brand audit in order to evaluate if your digital channels are communicating your brand foundation effectively. Read our three steps for conducting a brand audit here.

3. Draft and organize your materials

Drafting and organizing materials is one of the first tasks to tackle when preparing to reach out to the media. Editors are inundated with emails (thousands and thousands a day) and receiving easy-to-review dropbox links and files makes their job much easier. A lengthy email without a clear hook is a sure way to end up in someone’s Trash folder and left unread.

We cannot express enough how important photography is for securing press. Many publications rely on a brand’s photography. Without images it is oftentimes impossible for an editor to cover a brand. This goes for your personal brand too - if you’re an expert or offer a service, you will also need to provide a professional headshot or lifestyle image. Brands with consumer products will also need to show product photography.

There are a wide range of materials you may need based on your industry, but here are the essentials:

  • About page: a one-page document outlining the who, what, when, where, and why of your company
  • Bio: an overview of your background and why you started your company, with a few personal details
  • Line Sheet: images, pricing and key details for product collections
  • Product photography: Lay flats of your product on a white seamless background
  • Lifestyle photography: Images that bring your product or service to life by showing them in use
  • Headshot: Professional photo of the founder or expert styled in a way that is relevant to the brand. I.e. if you’re a chef or a nutritionist, take your headshot in a beautiful kitchen, if you’re an artist or interior designer take your headshot in your studio

4. Research, research, research

We often get asked how to know who to reach out to. Every publication is different, which is why research is very important. Taking the time to properly research will save you a lot of time in the long-run and allow you to pinpoint which outlets and contacts are the best fit for your business. As you research, be sure to organize contact information and notes into a media list so you can keep track of who to reach out to and any feedback you receive.

We have a free media list template that you can download here.

When researching, keep these four tips in mind:

  • Be targeted – Focus on publications whose audience matches your own and who feel like a fit with your brand aesthetic and values
  • Scope out the competition - Where have your competitors, or brands and experts you admire, been featured?
  • Read recent articles - Whether you pick up magazines or do a Google search, look and see who has been writing about brands or other experts in your industry lately. When you use Google Search, use the Tools option to narrow down your search to articles in the past 6 months or year.
  • Look at the masthead - A magazine’s masthead is a list of its editorial staff and can give you helpful insight into who covers which category. You can usually find a masthead online, or in the front pages of a print publication.

5. Think like an editor

Editors are looking for interesting stories, new items, and pieces that will pop on a page. They work off of editorial calendars, and many magazines have set themes for each month. You can Google a magazine’s editorial calendar to find out their upcoming themes and think about where there might be a fit for your product or service, or for you as the founder of your business.

To think like an editor, keep these three tips in mind:

  1. Utilize Editorial Calendars. Most reputable magazines, outline outlets, and even blogs, share an annual “editorial calendar” on their website. Editorial calendars outline the theme for each issue, the date the issue comes out, and the topics they are covering. While editorial calendars are technically created for advertisers, they are an invaluable free resource for PR planning if you know how to use them to your advantage.
  2. Learn Lead Times. Be sure to keep what PR professionals call “lead times'' in mind. There are two main categories most publications and media outlets fall into: long lead and short lead. Long lead publications are typically glossy print publications or special issues of a newspaper that work about working three to six months in advance. For example, if you want to pitch an item for a holiday gift guide in a December issue (which hits stands in November) you want to be ready to send that information to the publication in July. Short lead publications and/or outlets include daily newspapers, weekly magazines, online outlets, such as digital versions of magazines and blogs, and broadcast news. Their lead times can range from a month in advance, to a week or even less.
  3. Understand What is “Newsworthy” vs. Seasonal/Evergreen. Editors cover what is new and newsworthy, as well as seasonal and evergreen topics that are relevant to their readers. When thinking about what you have to pitch, such as a specific product, consider whether it is evergreen and can be covered at any time, or if it is a seasonal item. This will guide the timing and context of your pitch.

6. Build relationships

Building relationships is incredibly impactful when it comes to landing press placements. Reaching out in a personal way, gifting your product or service, and keeping in touch with editors and writers over time will increase your chances of being covered with the right fit arrives.

When reaching out to editors, what do you have to offer? News? Tips? A cool new product collection to check out? This is not a transactional relationship, think long term and how you can be a resource for this editor or publication beyond what you are pitching at this moment.

Personalization and authenticity are key. Your first email to an editor should not be a “pitch” or a press release, it should be an introduction of yourself and your business. Be sure to research each person in advance and follow them on social media so you can personalize each email – mention a recent article of theirs that you enjoyed reading, or a recent Instagram post on their feed that you found interesting.

If you are able to set up a call, Zoom, or in person meeting, that is ideal for relationship building. We also recommend offering to gift your product or service to contacts at outlets that are on the top of your dream press list. This goes a long way and will allow them to be able to speak about your product or service from firsthand experience.

Lastly, be sure to follow up. If you don’t hear back, there is a good chance they missed your first email. Wait a couple of weeks and send a nice follow up. Remember, this is a long game and it takes time.

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Kathryn Worsham Humphries and Carla M. Nikitaidis are the Co-Creators of All You Need Method, a PR and brand strategy consulting firm for small business owners, creative entrepreneurs, and digital creators who are looking to build a brand and raise brand awareness through PR, content marketing, and partnerships. They offer support through their online course, The Brand Starter Kit, 1:1 Strategy Sessions, and custom client projects.

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Rice scientist earns $600K NSF award to study distractions in digital age

fresh funding

Rice University psychologist Kirsten Adam has received a $600,000 National Science Foundation CAREER Award to research how visual distractions like phone notifications, flashing alerts, crowded screens and busy workspaces can negatively impact focus—and how the brain works to try to regain it.

The highly competitive five-year NSF grants are given to career faculty members with the potential to serve as academic models and leaders in research and education. Adam’s work will aim to clarify how the brain refocuses in the age of screens, instant gratification and other lingering distractions. The funding will also be used to train graduate students in advanced cognitive neuroscience methods, expand access to electroencephalography (EEG) and for public data sharing.

“Kirsten is a valued member of the School of Social Sciences, and we are thrilled that she has been awarded the prestigious NSF CAREER,” Rachel Kimbro, dean of social sciences, said in a news release. “Because distractions continue to increase all around us, her research is timely and imperative to understanding their widespread impacts on the human brain.”

In Adam’s lab, participants complete simplified visual search tasks while their brain activity is recorded using EEG, allowing researchers to measure attention shifts in real time. This process then captures the moment attention is drawn from a goal and how much effort it takes to refocus.

According to Rice, Adam’s work will test long-standing theories about distraction. The research is meant to have real-world implications for jobs and aspects of everyday life where attention to detail is key, including medical imaging, airport security screening and even driving.

“At any given moment, there’s far more information in the world than our brains can process,” Adam added in the release. “Attention is what determines what reaches our awareness and what doesn’t.”

Additionally, the research could inform the design of new technologies that would support focus and decision-making, according to Rice.

“We’re not trying to make attention limitless,” Adam added. “We’re trying to understand how it actually works, so we can stop designing environments and expectations that fight against it.”

12 Houston climatetech startups join Greentown Labs' growing incubator

Startup Talk

More than 40 climatetech startups joined the Greentown Labs Houston community in the second half of 2025, 12 of which hail from the Bayou City.

The companies are among a group of nearly 70 total that joined the climatetech incubator, which is co-located in Houston and Boston, in Q3 and Q4.

The new companies that have joined the Houston incubator specialize in a variety of clean energy applications, from green hydrogen-producing water-splitting cycles to drones that service wind turbines.

The local startups that joined Greentown Houston include:

  • Houston-based Wise Energie, which delivers turnkey microgrids that blend vertical-axis wind, solar PV, and battery storage into a single, silent system.
  • The Woodlands-based Resollant, which is developing compact, zero-emissions hydrogen and carbon reactors to provide low-cost, scalable clean hydrogen and high-purity carbon for the energy and manufacturing sectors.
  • Houston-based ClarityCastle, which designs and manufactures modular, soundproof work pods that replace traditional drywall construction with reusable, low-waste alternatives made from recycled materials.
  • Houston-based WattSto Energy, which manufactures vanadium redox flow batteries to deliver long-duration storage for both grid-scale projects and off-grid microgrids.
  • Houston-based AMPeers, which delivers advanced, high-temperature superconductors in the U.S. at a fraction of traditional costs.
  • Houston-based Biosimo, which is developing bio-based platform chemicals, pioneering sustainable chemistry for a healthier planet and economy.
  • Houston-based Ententia, which offers purpose-built, generative AI for industry.
  • Houston-based GeoKiln Energy Innovation, which is developing a new way to produce clean hydrogen by accelerating natural geologic reactions in iron-rich rock formations using precision electrical heating.
  • Houston-based Timbergrove, which builds AI and IoT solutions that connect and optimize assets—boosting visibility, safety, and efficiency.
  • Houston-based dataVediK, which combines energy-domain expertise with advanced machine learning and intelligent automation to empower organizations to achieve operational excellence and accelerate their sustainability goals.
  • Houston-based Resonant Thermal Systems, which uses a resonant energy-transfer (RET) system to extract critical minerals from industrial and natural brines without using membranes or grid electricity.
  • Houston-based Torres Orbital Mining (TOM),which develops autonomous excavation systems for extreme environments on Earth and the moon, enabling safe, data-driven resource recovery and laying the groundwork for sustainable off-world industry.

Other startups from around the world joined the Houston incubator in the same time period, including:

More than 100 startups joined Greentown this year, according to an end-of-year reflection shared by Greentown CEO Georgina Campbell Flatter.

Flatter joined Greentown in the top leadership role in February 2025. She succeeded former CEO and president Kevin Knobloch, who stepped down in July 2024.

"I moved back to the United States in March 2025 after six years overseas—2,000 miles, three children, and one very patient husband later. Over these months, I’ve had the chance to hear from the entrepreneurs, industry leaders, investors, and partners who make this community thrive. What I’ve experienced has left me brimming with urgent optimism for the future we’re building together," she said in the release.

According to Flatter, Greentown alumni raised more than $2 billion this year and created more than 3,000 jobs.

"Greentown startups and ecosystem leaders—from Boston, Houston, and beyond—are showing that we can move further and faster together. That we don’t have to choose between more energy or lower emissions, or between increasing sustainability and boosting profit. I call this the power of 'and,'" Flatter added. "We’re working for energy and climate, innovation and scale, legacy industry and startups, prosperity for people and planet. The 'and' is where possibility expands."

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This article originally appeared on EnergyCaptialHTX.com.

Intuitive Machines forms partnership with Italian companies for lunar exploration services

to the moon

Houston-based space technology, infrastructure and services company Intuitive Machines has forged a partnership with two Italian companies to offer infrastructure, communication and navigation services for exploration of the moon.

Intuitive Machines’ agreement with the two companies, Leonardo and Telespazio, paves the way for collaboration on satellite services for NASA, a customer of Intuitive Machines, and the European Space Agency, a customer of Leonardo and Telespazio. Leonardo, an aerospace, defense and security company, is the majority owner of Telespazio, a provider of satellite technology and services.

“Resilient, secure, and scalable space infrastructure and space data networks are vital to customers who want to push farther on the lunar surface and beyond to Mars,” Steve Altemus, co-founder and CEO of Intuitive Machine, said in a news release.

Massimo Claudio Comparini, managing director of Leonardo’s space division, added that the partnership with Intuitive Machines is a big step toward enabling human and robotic missions from the U.S., Europe and other places “to access a robust communications network and high-precision navigation services while operating in the lunar environment.”

Intuitive Machines recently expanded its Houston Spaceport facilities to ramp up in-house production of satellites. The company’s first satellite will launch with its upcoming IM‑3 lunar mission.

Intuitive Machines says it ultimately wants to establish a “center of space excellence” at Houston Spaceport to support missions to the moon, Mars and the region between Earth and the moon.

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